Marketing in the age of Trump
Donald Trump has rewritten the rules of political communications with a campaign that has earned billions of dollars’ worth of free media coverage and shown the power of emotion over reason.
11 Comments
Mark Ritson: Trump’s marketing success shows the power of personality
Mark RitsonThe stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.
12 Comments
Hillary Clinton’s chief strategist Joel Benenson on bringing campaign tactics to brands
Jonathan BaconJoel Benenson is the only pollster to help win three US presidential elections for Democrat candidates, first with Bill Clinton then twice with Barack Obama, and he hopes to win a fourth with Hillary Clinton in 2016. He tells Marketing Week how both brands and politicians can tap into the ‘hidden architecture’ of public opinion.
Donald Trump’s election is a victory for emotion-led marketing
Jonathan BaconDonald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
Consumer confidence drops again as ‘world turned upside down’
Matt BarkerDespite a slight upturn in confidence last month, the latest lockdown and increased restrictions have put a serious dent in any hopes for a more optimistic outlook going into 2021.
Marketers on furlough offered ‘golden ticket’ to learning hub
Lucy TesserasThe Marketing Academy has created an online learning platform, which is available to its global community and sponsors, as well we 1,000 marketers who have been made redundant or are on furlough.
1 Comment
Three axioms and three questions that summarise all of brand strategy
Mark RitsonBrand strategy is not complicated, it’s just the systematic application of the basics all marketers are taught. Here’s a simple way to be sure you’re taking the right steps – in the right order.
How Tesco’s customer focus enabled it to be ‘faster, quicker and sharper’
Marketing Week ReportersThe supermarket’s UK CEO and chief customer officer share how putting consumers at the heart of what it does enabled Tesco to adapt at speed during the pandemic.